This week's lecture topic introduces the creative brief and how to create it. Based on my own understanding and the lecture slides, I think a creative brief is a blueprint for the creative team to organize and plan their strategy for creating an effective advertisement. It emphasizes researched data, factual information, and feasible ideas and solutions to develop ideas, headlines, and body copies. The creative brief outlines what the advertising needs to do or is likely to achieve, providing a clear understanding of the target consumers and a clear direction for the message to be conveyed to the target audience. A good creative brief should be clear, simple, and inherently competitive.

It also involves identifying BIG Themes (long-lasting themes), such as "finger-lickin good" (KFC) or "just do it" (Nike), which provide continuity and recall value for the brand.

I have also learned that we can create our creative brief by answering key questions like the objective, target audience, and USP. It is very useful for my Assignment 1 and other module assignments.

Feedback on Assignment 1:

Last week, I submitted the brand I chose in the Excel sheet provided by the lecturer; the brand I chose is Eau Thermale Avene. Based on the lecturer's sample, I have completed some steps. I chose a certain brand and identified one ineffective PRINT AD with a COPYWRITING ISSUE. I also created the creative brief and tagline for a new print ad.

Additionally, I worked on the brand's profile deck information and some decoration drafts for the profile deck. The lecturer pointed out that I had clearly identified the print ad with copywriting issues. She instructed me to send her my screenshot of the creative brief and tagline on WhatsApp since the lecture had already finished and the next class student was coming.

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During this week's tutorial session, the tutor shared some outstanding examples from our previous tutorial work submission for our reference and provided guidance on improving our assignments. This was a very practical learning experience for me, as it allowed me to gain insights into refining my own assignment.

The tutor also rebrief assignment 2 with us and wants us to form a group and choose a group leader before the end of this week.

Feedback on Assignment 1:

The lecturer responded to my creative brief, stating that she found it satisfactory and that she liked all the taglines I presented. She even gave me two additional taglines for consideration: "Transform Your Skin, Embrace Confidence" and "Discover the Power of Beauty, Every Day" While I think both options sound good, I'm still not sure which one to choose for my assignment. Therefore, I plan to consult the lecturer again during the tutorial to get her final opinion.

I have started working on the drafts for three print ads but have not yet finalised the headline and body copy. This is because I haven't finalized my tagline yet.

The good news is that the lecturer has approved the information in the profile deck and the drafts for the profile deck, so these sections don't need to be changed.

(212 words)

After engaging with this lecture, I gained valuable insight into how to create effective print ads. It emphasized the importance of headlines in capturing the reader's attention and influencing an ad's success. The session discussed different types of headlines, such as direct, indirect, news, and how-to, and advised on choosing the most appropriate headline depending on the ad's objective and target audience.

The lecture also provided a detailed breakdown of the ad structure, including headlines, sub-headlines, copy, taglines and visuals. This breakdown provided a clear framework for creating compelling advertisements. I learnt that slogans are particularly effective in clarifying the brand philosophy and reinforcing the brand message.

In addition, the lecture discussed various techniques for making headlines and visuals stand out, such as using powerful words and creating urgency. The slides provided a few samples that enhanced my understanding of this.

Overall, this lecture was helpful for my headline part and layout of the print ad draft for assignment 1.

Feedback on Assignment 1:

After consulting with the lecturer, I finalized my tagline: Transform Your Skin, Embrace Confidence. I then drafted three headlines, body copy options, and three print ad layouts. However, I held off on integrating the headlines and body copy into the layouts of print ad drafts until I received the lecturer's feedback.

On Tuesday, I met with the lecturer to discuss my headlines. While she found all three acceptable, her favourite was "Confident Skin Starts Here". I preferred "Blemish-Free Confidence" for its relatability to the target audience. The lecturer agreed with my reasoning and suggested strengthening the body copy's call to action. She recommended replacing "try it today" with a more specific call to action, such as "check us out and get your free trial/sample". I've incorporated her feedback by revising the body copy and integrating the headlines and body copy into my final print ad drafts.

(217 words)

Today's lecture talks about Big Idea. We learned that a Big Idea can help us convey our messages clearly and effectively. The key is thinking outside the box and being creative, unique, and different from others. For instance, Air Asia's slogan "Now Everyone Can Fly" revolutionized the travel industry and made air travel accessible to a broader audience through its low-cost tickets.

Several elements characterize a Big Idea. First, it involves evolution, like Air Asia's introduction of the low-cost carrier model. Second, it solves a significant problem; Air Asia addressed the issue of expensive air travel by making flying affordable for everyone. Third, a Big Idea tells a compelling story. When launching a new product, we must conduct market research to understand our audience and create a story that appeals to their emotions. Fourth, it requires thinking differently. For example, Volkswagen's "Think Small" campaign challenged the American preference for big cars by highlighting the advantages of smaller, more practical vehicles. Fifth, it involves thinking better. Continuously improving our products or services ensures they meet the evolving needs of our customers.

Developing a Big Idea starts with analyzing our target audience, understanding their desires, and using data-driven insights. We must draw inspiration from various sources and remember that creativity has no rules. Keeping a notebook handy to capture our thoughts and ideas is essential, as inspiration can strike any moment. Documenting our ideas ensures that no potential Big Idea is lost.

By using Big Idea, we can develop advertising strategies that truly make an impact.

Feedback on Assignment 1:

I have come out with three print ad drafts with my finalized headline and body copy approved by the lecturer. When I showed her my print ad draft, she chose the first one, which is also my favourite. I am almost done with my assignment, but I still need to check with the lecturer before I submit it.

(312 words)

I have learned many valuable skills that I will use in my future career. For example, I now understand the importance of including a call to action in my print ads. Additionally, I have realized that a significant amount of initial preparation is required before presenting an idea, print ad, or ad strategy to the public.

The experiences and knowledge I have gained from this assignment and the lectures over the past several weeks have been incredibly beneficial to me. I am confident that these lessons will serve me well in my professional life.

(147 words)